Review of Related Studies

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CHAPTER II REVIEW OF LITERATURE

Chapter II contains three parts. The first part reviews the studies conducted by Ismiyanto in case of the Language Style on Marlboro Advertisements, Widyapsasmi with A Study on Language Style in Airline Advertisement in Time Magazine, Setiastuti with A Stylistics Study on McDonalds’ Slogan during 1960s-2008, and Prianjaya in the case of Coca-Cola Advertising Strategies in Building the Brand Image . The second part of this chapter reviews the related theories. Those theories provided to analyze the data. They concern about the language style and advertisement. The third part is Theoretical Framework. This part covers the important review of related theories in answering the problems.

A. Review of Related Studies

In this part, the previous studies of several people who had researched about styles of language and a person who had researched about Coca-Cola are displayed. The first writer is Ignatius Agung Ismiyanto, who has done a study with the title A Study of Language Style on Marlboro Advertisements Texts . Ismiyanto analyzes the language style by the element of writing and linguistic features. He finds that there are some types of writing, and persuasive is often used in advertisement texts. He also analyzes the way the writing technique and linguistic features can create persuasion. In order to analyze the data, Ismiyanto uses stylistic approach, since stylistic approach can be used not only for literary texts but also used for non-literary subject which studies about linguistic features and elements. He collects the data from the online sources. The data collection that he has gathered reviewed the Marlboro advertisement from the catalogue of Marlboro from 1951-1994. There are 24 data taken by him. The second writer is Ganis Widyapsasmi, who has accomplished a study with the title A Study on Language Style in Airline Advertisement in Time Magazine. Widyapsasmi analyzes the texts by language style which is used by copywriter in airline advertisements in Time magazine. She uses Ismiyanto‟s study as her related studies. She collects the data from printed magazine and she focuses the analysis only in the airline advertisements. She identifies the language style by analyzing the headline of each advertisement. The third writer is Cyrilla Setiastuti, who makes her study with the title A Stylistics Study on McDonalds’ Slogan during 1960s-2008. Setiastuti‟s analysis of language style focuses on the language as part of psychology. In her study, she investigates the use of language styles and how it influences the customers in economical and psychological aspects. The fourth writer is Damasus Destianto Prianjaya, who makes a study which has the same object with the conducted research, Coca-Cola. He accomplishes a study with the title Coca-Cola Advertising Strategies in Building the Brand Image. In his study, he investigates the advertising language strategies Coca-Cola used in building a positive image toward the product. Then, he analyzes the contents of Coca- Cola‟s slogans in 50‟s, 60‟s, 70‟s, 80‟s, 90‟s, and 2000‟s periods used in printed media and television station advertisements. After that, he analyzes the linguistic appeals of slogans in the Coca-Cola Advertisements. In contrast to Ismiyanto who analyzes the language style by the writing type and Prianjaya who analyzes the contents of Coca- Cola‟s slogans in 50‟s, 60‟s, 70‟s, 80‟s, 90‟s, and 2000‟s periods used in printed media and television station advertisements, this study analyzes the texts by language style of slogans which a re used in “125 Years Booklet of The Coca- Cola Company” published in 2011. Widyapsasmi‟s way of analyzing the advertisement and Setiastuti‟s way of defining the language style of slogans are adopted in this study. The booklet is gathered from Coca- Cola‟s official website and will focus on the slogans which are used as part of advertisement. The language style will be identified by analyzing the slogans of each advertisement. The frequency of each datum also be analyzed, which style is mostly and which one is rarely used, so that the writer can derive the persuasion effects of those slogans.

B. Review of Related Theories